What are you most excited about in the digital marketing space at the moment?
Seeing the change in how content is going to be distributed will be fascinating to watch. Facebook’s plan to host news on its platform instead of sending users to publishers’ own websites has certainly set tongues wagging, and there’s no denying the power that the social networking behemoth has on the industry.
Then you have new platforms like Snapchat’s Discover where users can explore content from a number of media companies, so what’s next is anyone’s guess.
What’s your favourite example of innovative digital marketing?
I was previously an editor in travel and tourism, and a number of examples left an impression on me. Air New Zealand’s epic safety video was certainly memorable, and a win-win for both the airline and the Hobbit series. Tourism Australia’s Best Jobs in the World contest also drew attention to the country’s diverse experiences, while appealing to youth travellers.
More recently, I stumbled upon Kama The Surfing Pig, in which GoPro chose to build a narrative around an unconventional character. It was intriguing, and one of the few videos I actually watched until the end!
Where do you go for great content?
In the past, I had to log into my publisher app of choice to catch up with the latest news. Now, they appear on my social media feed alongside my friends’ updates. My point is it’s no longer about great content sitting somewhere waiting to be discovered: we’re in a world where content is seeking us out according to our profiles.
This said, I do enjoy reading content from LinkedIn Pulse, Fast Company, Mashable, Huffington Post…
What’s next for digital content?
How content will respond to the multitude of new devices flooding the market (such as Apple Watch) will be interesting. However, the landscape is so fragmented in Asia, and some marketers are only starting to seriously consider creating mobile-friendly content.
What defines good content?
It must be useful and entertaining. It should also elicit an opinion and, hopefully, stimulate discussion. A good example is the picture of the blue (or gold?) dress that went viral. We all learned something from it, and it was fun to hear what people thought about it.
What is the biggest myth about content marketing?
That every piece of content has to tie back to a company’s product. Clients tell us they don’t want a hard sell, but most are not confident enough about putting useful content out there that’s devoid of any product mentions.
How are you amplifying and maximising your content?
A combination of organic and paid. We’ve started to ramp up our native offering, and partners include major social networking sites like Outbrain as well as publishers such as the Guardian and The Straits Times. The list keeps growing.
We start with organic to determine which content has the highest engagement levels with an existing audience. Content that performs well is then amplified through native placements.
This advertisement feature is brought to you by Outbrain, sponsors of the Guardian Media Network’s digital content hub
